Instagram, the photo and video sharing network, has created a gold rush for content creators. The influencers who have built a sizeable audience have become celebrities, and are sought after by brands seeking to tap into their communities. Forbes reports that 2019 influencer marketing spend on Instagram is expected to rocket to $2.38 billion, up from $1.6bn in 2018.
But what sets Instagram apart from other platforms? Kristy Sammis, the founder and chief innovation officer of California-based influencer agency CLEVER, suggests it’s the visual element. “Far too many people still choose wines based on the label. If there’s anything they can relate to – I saw this brand on Instagram!’ – then it’s going to put them over the edge.” In other words, while platforms like Facebook can help build a community, Instagram is good for customer acquisition. For American wineries looking to Millennials to replace ageing Baby Boomers, “being on Instagram is imperative”.